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Earned Media Planning Some essentials, nuts and bolts

Earned Media Planning

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Presentation from Dhiren Shingardia on Digital Media Planning. How to understand your consumers' online conversations, and, how best to engage with them.

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Page 1: Earned Media Planning

Earned Media PlanningSome essentials, nuts and bolts

Page 2: Earned Media Planning

digital marketing strategy

&

supplying market feedback and

trends for new product

development

my job

Page 3: Earned Media Planning

Application of network science

Semantic Search

Multilingual Social Research

Media Analytics (Skyttle, LiveBuzz)

Page 4: Earned Media Planning

In a previous life…

I worked in network agencies coordinating digital marketing for

global brands

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SearchDisplaySEOAffiliatesContentEmail

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volume up = sales up

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FOOD FASHION

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GEEKSHIPSTERS

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media consumption behaviours have been changing

more people are creating content

we had to reconsider our approach to media and engaging people

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Stroke of genius… “…Earning Media is a not necessarily a cheap option, and is certainly more time-consuming than buying media with big networks. More importantly, Earning Media is about engaging with consumers on their terms and gaining trust based on genuine understanding.

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Earlier this year…

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Research &Measurement

Engagement Digital Visibility

Community Management

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Each area is like a box of…

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You need to use tools, processes and components in order to get the final product

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Research &Measurement

Engagement Digital Visibility

Community Management

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Social Media Research = information to develop

strategies for community management and engagement

- Develop a monitoring and research framework

- Select an appropriate supplier and toolset

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• The framework will grow as you become more proactive with social media

• Set up brand-level alerts

• Evaluate trending topics

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Measurement

Google Analytics Flickr Analytics Facebook Insights Twitter Analytics Community Growth

Aggregate important numbers into a report and then monitor and benchmark them

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Develop your own framework

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Research &Measurement

Engagement Digital Visibility

Community management

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There’s much more to it than just

responding to comments on brand

Facebook and Twitter accounts

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Hardware

Company

Energy and climate change

Open Source Community

Super Users

Government

legislation

ProductInterest Groups

Where do you need to share opinions and maintain a

presence ?

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You need to go searching for conversations

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Seek opportunities to respond…

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Efficient community management requires you to be a part of all relevant conversations wherever they may be – offline and online!

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Community management is all about regular micro-interactions, but how do we really, really engage our communities and create a groundswell?

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Research &Measurement

Engagement Digital Visibility

Community management

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There are lots of ways to do this...

But all these approaches mean nothing if they’re not culturally relevant

Content

Co-creation

Events

Product Sampling

Forum creation

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Cultural relevance is the key to engagement

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Google Chrome Launch

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Case Study: Edelman / Bushmills Whisky

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Edelman wanted to understand the behaviour 25-43 men online in order to inform an engagement strategy

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Market Sentinel agreed to research the topic “Nights Out”

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Edelman was provided with an influencer map and behavioural analysis of the target audience which then went on to inform elements of the campaign’s engagement approach.

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Our audience was:

- Using the web to orchestrate their social lives

- Defining their online personas by aligning themselves to brands with specific connotations

- Key interests included: Music, Comedy and Sport

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We then identified groups of individuals, in each genre, to engage with

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As a result, Edelman have produced the ‘Bushmills Brothers’, activity that is currently live

Bespoke content has been produced for each community with a set of ‘brothers’ for each audience which is being:

- Shared on the Bushmills Facebook page

- Used as content for exclusive partnerships with influential blogs

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Research &Measurement

Engagement Digital Visibility

Community management

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Increased visibility in social media = increased visibility within search results

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Extra visibility creates a halo effect on awareness, traffic and interaction

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It’s OK to think about keywords and tags for YouTube and Flickr

They ultimately help your ideas travel

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Summary

- Create a research framework- Implement meaningful analytics and

reporting- Community management requires

time and people- Engagement campaigns have to be

culturally relevant- Apply the rudiments of SEO

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Thanks for listening

Coffee and a chat?

[email protected]

www. marketsentinel.com Twitter: @marketsentinel

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Picture Creds• http://www.flickr.com/photos/vanrooy/4490213122/sizes/z/• http://www.flickr.com/photos/havovubu/3728604649/sizes/o/• http://www.flickr.com/photos/carworld/3780566252/sizes/m/• http://www.flickr.com/photos/coaxial/3277641319/sizes/o/• http://www.flickr.com/photos/ennuiislife/4803821290/sizes/l/• http://www.flickr.com/photos/joshfassbind/4683365102/sizes/l/• http://www.flickr.com/photos/noodle/2452387779/sizes/z/• http://www.flickr.com/photos/noodle/2452389453/sizes/z/• http://www.flickr.com/photos/candiedwomanire/15899841/#• http://www.flickr.com/photos/localsurfer/249946831/sizes/l/• http://www.flickr.com/photos/candiedwomanire/15899841/sizes/l/• http://www.flickr.com/photos/neychurluvr/4875012490/sizes/l/• http://www.flickr.com/photos/e-ta-i/6148059/sizes/z/• http://www.flickr.com/photos/smiling_da_vinci/3119002/• http://www.flickr.com/photos/freeparking/2128545230/• http://www.flickr.com/photos/talhoffestival/5080717337/• http://www.flickr.com/photos/manitobamaps/2198819258/• http://www.flickr.com/photos/danielavladimirova/3693571249/sizes/o/• http://www.flickr.com/photos/stevendepolo/3747916256/• http://www.flickr.com/photos/henrik_larsson/3274345926/sizes/o/